英文版市场营销学期末试卷4
市场营销英语试题
一、 T r a n s l a t e t h e f o l l o w i n g p h r a s es i n t o C h i n e s e ( 1 5分)1． Distribution channel2． Marketing environment3． Target customer4． Natural resource5． Sustainable development6． Annual report7． Well-recognized8．Company’s image9． New alternative10． Target market11． Respondent12． Brand positioning13． Product origin14． Final consumer15． On-line shopping二、 Translate the words into English(15 分)1．市场细分2．检盘问卷3．年度收入4．生产线5．品牌忠诚度6．第一手数据7．周年特卖8．绿色营销9．销售时机10．主流购置者11．成本订价12．市场据有率13．实体产品14．销售促使15．公共关系三、 Translate the sentences into Chinese(40 分)1、 Advertising objectives should be realistic, precise, measurable and consistent withthe organization ’ s overall marketing objectives.2、 The core beliefs and values people hold in a given society are hard to change.3、 Marketing is a process of finding out the needs and wants of the market then designing products or services to satisfy these needs and wants.4、 The marketing environment refers to any outside factors and conditions related to themarketing activities of an organization.5、 Market research is the systematic collection,analysis and reporting of data to aid marketing decision making.6、 The segments you choose to serve are your Target Markets.7、Ｇ reen marketing consists of all activities designed to generate and facilitate any exchange intended to satisfy human needs and wants..8、 Direct channel means that you sell your products or services directly to the final userswithout involving any wholesaler, retailer, broker or agent.四、 Choose the suitable words to complete the sentences and fill the word in the blank.(10 分 )order, cost, enquire, free, dimensions, charge, guarantee1.Good morning. I'm phoning to ____about your personal computers.2.You asked about the ___. They are meters wide, and...3.You're in our _ __ delivery area, so there'll be no extra __ for delivery.4.We ___ delivery within two weeks after you place an ___.5.It __ us $ to make one unit, but we only ___you $6.五、 Reading comprehension （20 分）The home computer industry has been growing rapidly in the United States for the lastten years. Computers used to be large, expensive machines that were very difficult to use.But scientists and technicians have been making them smaller and cheaper while at the same time they have been made easier to use. As a result, their popularity has been increasing as more people have been buying computers for their homes and businesses. Computers have been designed to store information and compute problems that are difficult for human beings to work out. Some have voices that speak with the operators. Stores use computers tokeep records of theinventories(库存货物 ) and to send bills to their customers. Offices usecomputers to copy letters, record business and keep in touch with other offices. Peoplehave been using computers in their homes to keep track of the money they spend.One important new use for computers is for entertainment . Many new games have been des igned to be played on the computers. People of all ages have been playing these games, People also have been buying home computers to play computer games, watch movies and listen to concerts at home. They have become very popular indeed.puters used to _____.A. work rapidlyB. be large and expensiveC. be easy to useD. be used for fun2.In recent years, computers are being made ______.A. larger and more expensiveB. smaller and cheaperC. more difficult to useD. to work more slowly3.Home computers can be used for ______.A.writing lettersB. playing gamesC. doing businessD. all of the above4.Salesmen use computers mainly to ______.A.check the list of goods and materials that are kept in the store houseB.play games for pleasureC.talk with their friendsD.write letters5.The best title for the passage would be _______.A. New Uses For ComputersB. The Popularity of Home ComputersC.The Home Computer Industry D. Computers At Home6、Please match the English words in Column A with its means in Column BＡＢpopularity compute records entertainment tracka diversion that holds the attentionthe quality of being widely admired or accepted or sought after a line or route along which something travels or movescalculateanything providing permanent evidence of or information about pastevents。
(本科)市场营销专业英语AB卷期末考试题及答案3套
市场营销专业英语AB卷期末考试题及答案2套L Put the following from Chinese into English or vice versa.（每题1 分，共20 分）1.东道国3.全球公司5.特许经营7.关税同盟9.价值链11. purchasing power parity13. non-tariff barriers15. customization17.Joint Venturespot exchange rate2.灰色市场4.套期保值6.战略联盟8.本土化10.经销商12. FDI14. market penetration16. global sourcing18. strategic business units 20. dumpingII. Make brief explanations of the following terms in English.（每题 3 分，共 15 分）licensing1.direct selling channeltransnational transfer pricing2.economic unionOEM111.Answer the following questions in English :（每题 5 分，共 20 分）What are gray market products? Are they legal? Do gray marketers serve useful marketing functions—for consumers and manufacturers?1.Some retailers （e.g., Sears） and manufacturers （e.g., General Motors） place their trademarks on products actually made by foreign suppliers. Discuss the rationale for these actions by these firmsDefine leverage, explain the different types of leverage utilized by companies with global operations.However, the above assessment is incomplete. Although one probably should not say that certain marketing methods are domestic or international, it still does not mean that the international dimension should be neglected. The shortfall with the discipline-based approach is that the disciplined-based courses as designed and taught in American business schools at the present time are ethnocentric.V. Open question （共 25 分）When desirable, there is nothing wrong with using expatriate personnel who are well qualified and knowledgeable of the company's product, technology, history, and policies. The difficulties, however, are many. Some expatriate personnel find it difficult to cope with a new and unfamiliar businessenvironment. Also the expatriate's family must also share in the burden of makingsocial adjustments related to shopping, schooling, and the limited entertainment opportunities. Also the expatriate may fear that the distance from the headquarters may eliminate chances for promotion.To minimize the problems, the personnel for overseas assignments must be selected carefully. Their families should also be interviewed to determine the suitability of their temperament for an overseas assignment.I. Put the following from Chinese into English or vice versa.（每题 1 分，共 20 分）1.母国.跨国公司5 .特许经营.关税同盟9 .原产国11. hedging13. non-tariff barriers15. foreign-related enterprise17.penertration pricing19.segmentationII. Make brief explanations ofthe following terms in English.（每题 3 分，共 15 分）dumping11. ethnocentricorientationOEM12. economic uniondirectselling channelIQ. Answer the followingquestions in English :（每题 5 分，共 20 分）What is meant by global localization? Is Coca-Cola a global product? Explain.5. What is licensing? Why do firms sometimes choose it as a means of entering a foreign market?3. What are the characteristics of a good international brand name?4. Define leverage, explain the different types of leverage utilized by companies with globaloperations.IV. Minicases:（每题 10 分，共 20 分）Compared to Americans, are Asians: (1) more group-oriented, (b) more family-oriented, and (c) more concerned with social status? How might such orientations affect the way Americans market their products to Asian consumers? Give examples to demonstrate your opinions. 1. Many consumers consider direct mail as junk mail, a term that is offensive to the direct marketingindustry. What is your assessment of the future of direct mail overseas?V. Open question (共 25 分)As a researcher, you have just been asked to do marketing research in order to make recommendations on how to market coffee in a number ofAsian, European, and South American countries. What questions do you need to ask in order to understand the varying buying motives, consumption habits, and uses of this 2.政府没收 4.市场开发 6.营销组合 8.标准化 10.竞争优势 12. secondary data 14. IPLC 16. global sourcing 18. business units 20. strategic allianceparticular product?参考答案：I. Put the following from Chinese into English or vice versa.（每题 1 分，共 20 分）1. home country2confiscation3. global company or transnational company4. market development5. franchising6.marketing mix7. custom union8.standardizationlO petitive advantage12.二手资料 13 .非关税壁垒14国际产品生命周期.外企16全球采购 17 .渗透价格18业务单元.市场细分20战略联盟II. Make brief explanations of the following terms in English.（每题 3 分，共 15 分）1.. Dumping is defined as the practice of selling a product abroad at a price below the cost of production, （2 分）or below its normal price in the domestic market. （1 分）Opportunities outside the home market are pursued by extending various elements of the marketing mix. （2 分）Home country is superior. The management sees similarities in foreign countries. The products that succeed in the home country- are superior, so can be sold everywhere without adaptation. （1 分）2. OEM is known as contract manufacturing. Its full name is original equipment manufacturing. （1 分） Under an OEM agreement, the MNE provides the know-how and sometimes equipment to a supplier that must provide the product according to the standards of authorized technology. （2 分）The full evolution of an economic union would involve the creation of a unified central bank, （1 分） the use of a single currency, （1 分）and common policies on agriculture, social services and welfare, regional development, transport, taxation, competition and mergers, construction and building, and so on. （1 分）3. Direct selling is employed when a manufacturer develops an overseas channel so that it deals directly with a foreign party without going through an intermediary in the home country. （3 分）□I. Answer the following questions in English :（每题 5 分，共 20 分）1. Products and marketing activities are standardized wherever possible （1 分），but adapted where necessary within a uniform format to meet local needs. （2 分）Yes, it is. （2 分）2. Under an international licensing contract, a licensor grants a foreign licensee the rights to use the licensor , s intangible asset such as its patent, trade mark, or know-how. In exchange, the licensee will pay a fee or royalty. （3 分）Licensing will cost little for the licensor, （1 分）and it can generate immediate return without new investment. （1 分）An international brand name should reflect the desired product image. It should be unique or distinctive while rendering itself to graphic design possibilities. Special attention must be given to pronunciation, making sure that the languages have the brand's alphabets. Furthermore, the name must be capable of gaining registration and protection.3. Leverage is some type of advantage that a company enjoys by virtue of the fact that it conducts business in more than one country. （1 分）Experience transfers, scale economies, resource utilization, global strategy. It can draw on management practices, 9. country of origin 11 .套期保值9. country of origin 11 .套期保值strategies, products, advertising appeals, or sales or promotional ideas that have been tested in actual markets and apply them in other comparable markets. （1 分）The global company can take advantage of its greater manufacturing volume to obtain traditional scale advantages within a single factory. （1 分）A major strength of the global company is its ability to scan the entire world to identify people, money, and raw materials that will enable it to compete most effectively in world market. （1 分） A global strategy is built on an information system that scans the world business environment to identify opportunities, trends, threats, and resources. （1 分）Minicases:（每题10 分,共20 分）pared to Americans, Asians are more group- oriented, more family-oriented, and more status-oriented. As such, a marketer of an American product needs to be careful in utilizing such appeals as individualism, independence, and equality. Instead, the emphasis should be on groups, families, and status.2.Direct mail is largely undeveloped in many countries. This is especially true where illiteracy is high and where labor is cheap, making it easy to use a salesperson to make sales calls. Still despite the small volume, the use of direct mail is growing rapidly in many countries. It can be expected that list owners may develop more confidence in the rental process of their lists and that government regulations may permit companies to have more flexibility in collecting personal information and developing lists on a more sophisticated basis. It is thus not unreasonable to expect growth in the use and popularity of direct mail.IV.Open question （共 25 分）The purpose of this question is to get students to recognize the varying usage and buying motives of a relatively simple product一一coffee. At first, the students may be at a loss to see why any questioning is even necessary, and they probably do not know how to ask questions. Not until after talking to foreign students or other foreign-born persons will they realize that there are many different kinds of coffee coupled with varying buying motives.The questions would be as follows.How is coffee used-in bean form, ground, or powdered? If it is ground, how is it brewed? Which coffee is preferred-- Brazilian Santos blended with Colombian coffee, or robusta from the Ivory Coast? Is it roasted? Do the people prefer dark roasted or blond coffee? The color of Nestle，s soluble coffee must resemble as closely as possible the color of the coffee consumed in the country. Do the Germans drink coffee after lunch or with their breakfast? Do they take it black or with cream or milk? Do they drink coffee in the evening? Do they sweeten it? In France, the answer is clear: in the morning, coffee with milk; at noon, black coffee一一i.e., two utterly different coffees. At what age do people begin drinking coffee? Is it a traditional beverage, as in France, or is it a form of rebellion, as in England and Japan, where the younger generation has taken up coffee drinking in order to defy their tea-drinking parents?4.By marketing in a foreign country, must a firm automatically utilize geographic segmentation or other segmentation bases?IV.Minicases:（每题 10 分,共 20 分）. Many consumers consider direct mail as junk mail, a term that is offensive to the direct marketing industry. What is your assessment of the future of direct mail overseas?1.Befbre becoming IBM's chairman and chief executive officer, Louis V. Gerstner, Jr. was a vice-chairman of American Express. While at American Express, he stated that “the split between international and domestic is very artificial-and at times dangerous." Do you agree with the statement? Offer your rationale.V.Open question （共 25 分）Sony Corp, of America, in an effort to include retailing in its operations, runs its own licensed stores in Japan and Europe. In the United States, Sony has opened Sony Gallery of Consumer Electronics in Chicago. Inside the store, n boom boxes" and camcorders are displayed on pedestals as if they were art objects, and the Walkman is displayed on trendy mannequins. The gallery includes alife-size mock-up of an apartment with a built-in Sony home theater system. Some retailers are concerned that Sony might turn out to be both their supplier and competitor. How should Sony deal with this concern?参考答案：I. Put the following from Chinese into English or vice versa.（每题1 分，共20 分）1. host country2 grey market3. global company or transnational company4. hedging5. franchising6. strategic alliances7. custom union8. localization9. value chainlO.distributor11 .购买力平价12.对外直接投资.非关税壁垒14市场渗透15.定制化16全球采购.合资企业18战略业务单元19.即期汇率20倾销Make brief explanations of the following terms in English.（每题3 分，共15 分）1.Under an international licensing contract, a licensor grants a foreign licenseethe rights to use the licensor' s intangible asset such as its patent, trade mark, or know-how. （2 分）In exchange, the licensee will pay a fee or royalty. （1 分）2.Direct selling is employed when a manufacturer develops an overseas channel so that it deals directly with a foreign party without going through an intermediary in the home country. （3 分）Transfer pricing is to set a price on goods or services transferred between subsidiaries or divisions of the same enterprise. （2 分）It is the pricing strategy of a MNE. （1 分）3.The full evolution of an economic union would involve the creation of a unified central bank, （1 分）the use of a single currency, （1 分）and common policies on agriculture, social services and welfare, regional development, transport, taxation, competition and mergers, construction and building, and so on. （1 分）4.OEM is known as contract manufacturing. Its full name is original equipment manufacturing. （1 分）Under an OEM agreement, the MNE provides the know-how and sometimes equipment to a supplier that must provide the product according to the standards of authorized technology. （2 分）IH. Answer the following questions in English :（每题 5 分，共20 分）1.Gray market products are those imported by an unauthorized party. Gray marketing may be illegal in the case that the protection is granted to an independent American trademark owner. In general, however, it is legal to import and sell gray market goods.In spite of all the criticisms, gray marketers do serve usefulmarketing functions. For manufacturers, gray marketers help distributing surplus goods and perform some of the service functions. As a matter of fact, many manufacturers tolerate or even encourage the practice of gray marketing. For consumers, gray marketers provide an alternative-- essentially the same product for a lower price. They promote the free enterprise system. The discrepancy of prices in two countries for the same product causes gray marketing to exist which in turn narrows the price differential. Gray marketers thus bring about more uniform prices.2.There are several reasons why MNEs place their trademarks on products made by foreign firms. First, they may be able to create a unique product by bundling or unbundling product attributes. Second, the strategy guarantees that MNEs cannot be bypassed by theirsuppliers. Third, they can avoid fixed production costs. Finally, the strategy offers these firms brand loyalty, bargaining power, and price. Foreign manufacturers also have their own reasons for agreeing to place other firms，brands on the products. One benefi t is the ease in gaining market entry and dealers，acceptance which may allow a larger market share overall while contributing to offset fixed costs. Another advantage is that there are no promotional headaches and expenses. Finally, the strategy prevents other competitors from making this same product for these customers.3.Leverage is some type of advantage that a company enjoys by virtue of the fact that it conducts business in more than one country. （1 分）Experience transfers, scale economies, resource utilization, global strategy. It can draw on management practices, strategies, products, advertising appeals, or sales or promotional ideas that have been tested in actual markets and apply them in other comparable markets. （1 分）The global company can take advantage of its greater manufacturing volume to obtain traditional scale advantages within a single factory. （1 分）A major strength of the global company is its ability to scan the entire world to identify people, money, and raw materials that will enable it to compete most effectively in world market. （1 分）A global strategy is built on an information system that scans the world business environment to identify opportunities, trends, threats, and resources. （1 分）It must be stressed that the introduction of a product to a foreign market does not mean that market segmentation （geographic or otherwise） has been automatically employed. If consumers in a number of countries have the same desire, their nationality and geographic locations are irrelevant and do not require these countries to be treated as separate markets or segments.IV.M inicases:（每题10 分，共20 分）Direct mail is largely undeveloped in many countries. This is especially true where illiteracy is high and where labor is cheap, making it easy to use a salesperson to make sales calls. Still despite the small volume, the use of direct mail is growing rapidly in many countries. It can be expected that list owners may develop more confidence in the rental process of their lists and that government regulations may permit companies to have more flexibility in collecting personal information and developing lists on a more sophisticated basis. It is thus not unreasonable to expect growth in the use and popularity of direct mail.1.This of course is an indication of ethnocentricity. Citizens and corporations of many countries however do not see any need to make this split. To them, international business is a natural occurrence. International marketing complements domestic marketing, one being the natural extension of the other. As such, smart marketers look at domestic marketing and international marketing as being highly interrelated--both of which they must encounter everyday in conducting business. It is thus dangerous to believe that there is a certain point which domestic marketing ends and international marketing starts.V.Open question （共 15 分）Sony，s effort is a good illustration of the benefits and problems derived from having multiple or parallel channels. On the one hand, it employs middlemen in its regular, long channel. On the other hand, it has begun to add thesecond and direct channel From manufacturers ，standpoint, it is only natural that they all want to utilize all channels that can contribute to corporate sales and image. In the case of Sony, such a goal becomes even more critical because the consumer-electronics business is maturing. Sony claims that the purpose of the Chicago Gallery is to further strengthen its positive image by offering in-depth product information, demonstrations, and services. The Gallery showcases Sony ，s full product line, including new Sony technologies that many retailers have yet to carry （e. g., Data Discman-books on compact discs ）. Because retailers, as a rule, emphasize price rather than product features, Sony wants to make the demand for its product less price elastic. According to the president of Sony Consumer Products Group, Sony must explain why its products deserve to be ''higher-value purchases.，z The Gallery allows the firm to explain its premium technology for image building. In other words, the new channel is more of a promotional tool than a distribution tool. From the perspective of Sony's retailers, it is hardly surprising that they have a cause for concern: their own supplier may take sales away from them and may create price war which hurts profit margin. To allay such fears, Sony has stated that the goal of the Gallery is not to make money but rather to make consumers comfortable with Sony ，s products, making them want to buy Sony ，s products regardless of the retail outlets. If this goal is accomplished, it will benefit both Sony and its retailers. To assure retailers that Sony is not a competitor, Sony's Gallery sells products at full retail price and even steers shoppers toward local Sony dealers who usually have lower prices. This strategy, if executed properly, should allow Sony to bolster its positive image, keep its premium price, minimize dealer conflict, and maintain dealer loyalty. I. Put the following from Chinese into English or vice versa.（每题 1 分，共 20 分） 1.东道国3.跨国公司5.许可7.新兴市场9.利基者11. joint venture13. exchange rate15. value chain17. hedging 19. turnkey operation2 .全球采购.价格歧视 6 .促销.产品调整 10.经销商12. transnational strategy 14. primary data16. country of origin 18. global business units20. market development II. Make brief explanations of the following terms in English.(每题3 分，共 15 分)OEM6. economic unionglocalization7. dumpinginternational transfer pricing III. Answer the following questions in English :(每题 5 分，共 20 分). Are domestic marketing and international marketing different only in scope but not in nature?2. Can standard marketing techniques (e.g., market segmentation and product positioning) be used tomarket services locally and internationally?3. What is licensing? Why do firms sometimes choose it as a means of entering a foreign market?4. Some retailers (c.g., Scars) and manufacturers (c.g., General Motors) place their trademarks on products actually made by foreign suppliers. Discuss the rationale for these actions by these firmsMinicases:(每题 10 分,共 20 分)1. Do demographic variables have universal meanings? Is there a likelihood that they may beinterpreted differently in different cultures?2. Some of the best-known business schools in the United States want to emphasize discipline-based courses and eliminate international courses, based on the rationale that marketing and management principles are applicable everywhere. Is there a need to study international marketing? Discuss the pros and cons of the discipline-based approach as compared to the international approach.V. Open question （共 25 分）Should expatriate personnel be used? What are some of the difficulties that they may encounter overseas? What can be done to minimize these problems?参考答案：1.东道国3.跨国公司5.许可7.新兴市场9.利基者11. joint venture13. exchange rate 15. value chain17. hedging19. turnkey operation1. host country3. multinational company5. licensing7. emerging market9. nicherI.Put the following from Chinese into English or vice versa.（每题1 分，共20 分）Make brief explanations of the following terms in English.（每题 3 分，共15 分） 1. OEM is known as contract manufacturing. Its full name is original equipment manufacturing. （1 分）Under an OEM agreement, the MNE provides the know-how and sometimes equipment to a supplier that must provide the product according to the standards of authorized technology. （2 分）The full evolution of an economic union would involve the creation of a unified central bank, （1 分） the use of a single currency, （1 分）and common policies on agriculture, social services and welfare, regional development, transport, taxation, competition and mergers, construction and building, and so on. （1 分）2. Products and marketing activities are standardized wherever possible （1 分），but adapted where necessary within a uniform format to meet local needs. （2 分）Dumping is defined as the practice of selling a product abroad at a price below the cost of production, （2 分）or below its normal price in the domestic market. （1分）Transfer pricing is to set a price on goods or services transferred between subsidiaries or divisions of the same enterprise. （2 分）It is the pricing strategy of a MNE. （1 分）IQ. Answer the following questions in English :（每题 5 分，共 20 分）It is erroneous to state that domestic marketing and international marketing are similar in nature but not in scope. This is not unlike stating that national marketing and local marketing, except for the scope, are similar.International marketing is not domestic marketing on a larger scale. Whereas domestic marketinginvolves one set of uncontrollable variables, international marketing has at least two sets which interact with each other. Furthermore, the variables in each set are not identical in terms of number, degree, or kind.1. Such standard marketing techniques as market segmentation and product positioning are universal in the sense that they can be used locally as well as internationally, and they can be applied to both products and services.As in the case of international banking, except for the very large banks, most banks simply cannot be everywhere and may not offer all banking products for everyone. Therefore, some kind of market segmentation is necessary in order to satisfy certain customers very well instead of trying to be all things to all people. At the least, these banks wi11 use geographic segmentation by selecting the countries they want to be in. Furthermore, they may use demographic segmentation in order to cater to a certain kind of banking clientele. Banks also use product positioning. Some position themselves as experts in raising a certain kind of capital in a certain part of the world; others position themselves as multinational banks which can offer all kinds of global banking services. 1. host country3. multinational company5. licensing7. emerging market9. nicher2 global sourcing 4. price discrimination 6. promotion 8. product adaptation lO.distributor 11 .合资企业 13. 15. 17. 19. 汇率 价值链 套期保值 交钥匙协议 12.全球扩张战略14 一手资料16原产国18全球业务单元20市场开发2.Under an international licensing contract, a licensor grants a foreign licensee the rights to use the licensor s intangible asset such as its patent, trade mark, or know-how. In exchange, the licensee will pay a fee or royalty. （3 分）Licensing will cost little for the licensor, （1 分）and it can generate immediate return without new investment. （1 分）There are several reasons why MNEs place their trademarks on products made by foreign firms. First, they may be able to create a unique product by bundling or unbundling product attributes. Second, the strategy guarantees that MNEs cannot be bypassed by their suppliers. Third, they can avoid fixed production costs. Finally, the strategy offers these firms brand loyalty, bargaining power, and price. Foreign manufacturers also have their own reasons for agreeing to place other firms，brands on the products. One benefit is the ease in gaining market entry and dealers，acceptance which may allow a larger market share overall while contributing to offset fixed costs. Another advantage is that there are no promotional headaches and expenses. Finally, the strategy prevents other competitors from making this same product for these customers.IV. Minicases:（每题 10 分,共 20 分）Even demographics may have problems in terms of conceptual equivalence because of the varying frames of reference. A demographic variable such as sex is universal. Age, however, is not always considered in the same way--the Chinese include the time during pregnancy in their age. Education level, likewise, does not have the same meaning everywhere. The meaning of primary school, grade school, secondary school, high school, college, and university vary greatly. It is thus wise in many instances to ask about the number of years of schooling attended by the respondent. 1.This case is challenging in two aspects--whether it is desirable to split domestic from international and whether a certain educational approach is geocentric or ethnocentric. The subject matter covered here is highly related to the first assignment. Several well-known business schools see no need to offer international courses, with the rationale that the basic disciplines and principles of marketing, management, and so on are universal. As such, they argue that marketing is marketing, and there should be nothing which is domestic or international about it. The discipline-based approach may appear to be appropriate on this count.。
市场营销英文版练习题multiple choice exercise
1. A Cash Cow is(a) a product which generates a significant amount of profit for a company.(b) a product with a high market share, and a high rate of growth.(c) a product with a low market share and a low rate of growth.(d) a product which generates a significant amount of money for a company.2. A product life cycle(a) shows how a products sales or profits, depending on the units used, may rise and fall over its life.(b) tells you how long a product will sell for and make a profit.(c) is divided into three stages.(d) shows how profitable a product will be.3. All of the following are roles of wholesalers , except(a) breaking bulk.(b) sharing the risk of new products with the manufacturer.(c) servicing the needs of small customers.(d) selling directly to consumers.4. The demand for a product varies with all of the following except(a) the income of prospective customers.(b) its price.(c) the costs of production.(d) The amount of successful advertising expenditure.5. The price elasticity of demand for a product tells you(a) how sensitive price is to changes in demand.(b) how sensitive the demand for a product is to changes in the products price.(c) How demand changes with changes in the prices of competitors goods.(d) how sensitive demand is to changes in the costs of production.6. Market share tells you(a) how well a firm is doing. （It can have a large share of a small, old market and be doing badly.）(b) how much power a firm has in a market.(c) how many firms there are in a particular market.(d) how big a market is.7. Market segmentation is done by firms for all of the following reasons, except(a) to increase market share.(b) to assist new product development.(c) so that they can develop multi-purpose advertising campaigns.(d) to extend products into new markets.8. In the marketing mix what is meant by the term 'place'?(a) The process of getting products to the places where customers can buy them.(b) Recognising that consumers change their tastes over a period of time.(c) The building-in of reliability to a product.(d) Launching a new product that extends the product range.9. The Boston Matrix is a visual presentation, or model, which(a) shows if a product is likely to be a success or not.(b) allows firms to classify their products according to their market share and the growth rate(c) The building-in of reliability to a product.(d) Launching a new product that extends the product range.10. A 'Star' is(a) A product with a high market share and a high rate of growth.(b) A product with a low market share and a low rate of growth.(c) A product with a high market share but a low rate of growth.(d) A product with a low market share but a high rate of growth.11. Market share can be measured by(a) counting the number of customers there are in a market, and for a particular firm within it.(b) comparing the sales value for a company with the total unit sales for the whole market.(c) comparing the sales value for a company with the total sales value for the whole market.(d) comparing the number of outlets a firm has with the total number of outlets within the market.12. All of the following are extension strategies for a product, except(a) finding new uses for the product.(b) encouraging more frequent use and purchase of the product.(c) developing new markets for the product.(d) repackaging the product.13. 'We should have referred to the Boston matrix exercise we carried out.' Who or what is the Boston Matrix?(a) A mathematical exercise that puts data into a series of boxes.(b) A management tool that allows firms to classify their products according to their market share and the growth of the industry.(c) The feedback that comes from a survey.(d) Research conducted by using publications that are available on a subject.14. Giving retailer an incentive to sell your product/service is the responsibility of which marketing mix?A. Promotion.B. Product.C. Price.D. Place.15. Public Relations is managed by which marketing mix?A. Product.B. Place.C. Promotion.D. Price.16. Which is the most likely marketing mix you would use if you wanted to increase your product’s market share?A. Place.B. Promotion.C. Pricing.D. Product.17. The stages of the product life cycle are______.A. Maturity, Saturation, Introduction, DeclineB. Beginning, Introduction, Growth, Maturity, DeclineC Introduction, Growth, Maturity, Decline D. Maturity, Saturation, Growth, Decline18. Positioning refers to______.A. how products are viewed on the shelfB. how consumers perceive the productC. your product compared to your competitorsD. how competitors perceive the product19. The ____ consists of all the forces close to a company that affect its ability to serve its customers.a. macroenvironmentb. organizational environmentc. microenvironmentd. marketing environment20. The difference between the values the customer gains from owning and using a product and the cost of obtaining the product is:a. customer satisfactionb. relationship marketingc. needs marketingd. customer value21. The most basic concept underlying marketing is:a. producing goods of high qualityb. developing distribution networksc. identification of consumer needsd. development of effective promotional programs22. ____ distribution is appropriate for low-cost, frequently-purchased items like soft drinks.a. Selectiveb. Exclusivec. Intensived. Pervasive23. Which of the following is NOT a part of the company’s macroenvironment?a. Natural forcesb. Economic forces d. Technological innovations d. Marketing intermediaries24. A business has a 75 percent share of a low-growth industry. According to the Boston Consulting Group growth-share matrix, such a business is a:a. dogb. cash cowc. stard. question mark25. The most fundamental level of a product is the ____.a. core benefitb. product unitc. augmented productd. total concept of the product26. According to the BCG growth-share matrix, which types of strategic business units often need heavy investment to finance their rapid growth?a. starsb. dogsc. question marksd. cash cows28. What is marketing?A. Setting up a market stall.B. Buying as many products as you can.C. Selling as many products as possible.D. Identifying and satisfying consumer needs and wants.29. Which magazine would you use to advertise a new weatherproof coat?A. Mountain BikerB. TV TimesC. Smash HitsD. Woman30. Identify the major components of the microenvironment.A. company, suppliers, intermediaries, customer markets, competitors, and political forcesB. company, suppliers, intermediaries, customer markets, competitors, and social forcesC. company, suppliers, intermediaries, customer markets, competitors, and cultural forcesD. company, suppliers, intermediaries, customer markets, competitors, and publics31. Design is a______.A. place decisionB. pricing decisionC. product decisionD. promotion decision32. Which one of the 4Ps is responsible for Direct Mail?A. Product.B. Price.C. Place.D. Promotion.33. All the following factors are contained in the economic environment EXCEPT___.A. the level of unemploymentB. distribution of wealth and incomeC. relations with other countriesD. balance of payments situation34. Jakubowski Farms Gourmet Bread Base is the brand name for a mix designed for use in bread machines. The mixes are sold in 2 pound. This is a description of the ____.A action planB market segmentation strategyC mission statementD marketing mixE target market35. A situation in which an increase or a decrease in price will not significantly affect demand for the product.A. Marketing PlanB. DiversificationC. Inelastic DemandD. Evaluation36. A philosophy that assumes that a sale does not depend on an aggressive sales force but rather on a customer's decision to purchase a product; it is synonymous with the marketing concept.A. Market OrientationB. Market ShareC. Sales PresentationD. Mass Customization37. Data previously collected for any purpose other than the one at hand.A. Primary dataB. Secondary dataC. SWOT analysisD. Internal data38 The most fundamental level of a product is the ___.A.core productB.product unitC.augmented productD.total concept of the product40 Professor Wang writes a lot. To have a personal computer will help him greatly. He tells one of his friends that he wants to buy one and is able to pay for it. According to marketing theory, he has expressed a ___.A.need for the productB.demand for the productC.desire for the productD.want for the product41 After the clothes dryer broke down for the third time while she was using it, Sally told her husband to purchase a new G.E. dryer to replace the broken machine. Her husband bought the dryer the next day. In this instance, the roles Sally played in the buying decision process were ___.A. influencer and deciderB. initiator and influencerC. initiator, influencer, decider and userD. initiator, influencer and user42. A company produced a kind of durable briefcase. But it didn’t sell well when it was put into the market. The company manager complained, “Our products can stand such wear and tear that even if they are dropped from the fourth floor high up, they will stay in shape. God knows why the sales are so low.” The manager held the ___.A. selling conceptB. production conceptC. marketing conceptD. product concept43. In an attempt to build a unique product image, increase profits and exercise an effective control over the middleman, the manufacturers of upscale women’s apparels and of new luxurious cars tend to take which of the following strategy of distribution width?A. intensive distributionB. selective distributionC. exclusive distributionD. comprehensive distribution44. Marketing is best understood as the process of ___.A. making a saleB. creating customer needsC. satisfying customer needs and wantsD. promoting products and servicesE. generating a profit45. A person’s want becomes a demand when his want is backed by ___.A. purchasing powerB. productsC. needsD. desireE. exchange mechanisms46. The ___ concept holds that all customers will favor those products offering the most quality performances and features, therefore, the organization should devote its energy to making continuous product improvements.A. productionB. productC. serviceD. marketingE. selling47. High growth, high share businesses or products appear in the Boston consulting growth-share matrix as ___.A. dogsB. cash cowsC. question marksD. stars48. Which of the following is not a component of a company’s microenvironment?A. marketing intermediariesB. customersC. competitorsD. economic environmentE. publics49. Organizations that buy goods and services for their production process in order to make profits are called ___ markets.A. resellerB. businessC. internationalD. governmentE. consumer50. After the sale, marketing communications providing evidence and support to help consumers feel good about their brand choice is especially appropriate under which of the following situation?A. dissonance-reducing behaviorB. habitual buying behaviorC. complex buying behaviorD. variety-seeking behavior51. Product ___ is a period of rapid market acceptance and increasing profits.A. developmentB. introductionC. growthD. maturityE. decline52. If demand is elastic rather than inelastic and the firm is interested in increasing total revenue, the firm should ___.A. not change the priceB. decrease productionC. raise the priceD. lower the priceE. decrease promotional efforts.53. A market skimming pricing policy ___.A. starts with a high price which is gradually loweredB. starts with a high price and keeps it highC. starts with a low price and gradually raises itD. starts with a low price and keeps it low54. Kevin Stiles is a farmer who sells his product directly to a supermarket chain which in turn sells it to consumers. This is an example of ___ marketing channel system.A. zero-levelB. one-levelC. two-levelD. direct-levelE. sub-level55. Geographic segmentation is about______.A. dividing markets based on locationB. dividing consumer groups based on social statusC. understanding the benefit the product has to offerD. Dividing consumer groups based on lifestyles56. Which of the following is NOT a demographic variable that can be used in market segmentation?A. ageB. occupationC. attitudes toward lifeD. life cycle57. A reference group is______.A. a group where people feel they belong toB. a group of people who have expert knowledge on marketingC. a group of people who sell you products or servicesD. a group who people refer to for advice59. When consumers are highly involved in a purchase and perceive significance differences among brands, they engage in ______ buying behavior.A. dissonance-reducingB. variety-seekingC. complexD. habitual60. A pricing strategy of ___ seeks to provide the company the largest portion of a particular market.A. survivalB. current profit maximizationC. market share leadershipD. product quality leadership64. All the following are examples of personal sources of information except ___.A. familyB. friendsC. neighborsD. dealers65. The most basic concept underlying marketing is ___.A. producing goods of high qualityB. developing distribution networksC. identification of consumer needsD. development of effective promotional programs68. Merchant wholesalers ___.A. own the goods they sellB. represent manufacturers of complementary linesC. assist buyers and sellers with negotiationsD. enjoy contractual authority to sell a producers’ entire output69. Setting a high initial price for a new product and then gradually reducing that price, is called ___.A. market penetrationB. market skimmingC. product-line pricingD. functional discounting71. You’re a marketer for a sporting goods firm. One day, a colleague hands you the latest tennis racket developed by your colleagues in product development with a description of the racket’s attributes, quality, and design features. You are holding a(n) ___.A. core productB. potential productC. actual productD. augmented product72. Market segmentation refers to______.A. analysing consumer behaviorB. dividing products into distinct groupsC. dividing competitors into distinct groupsD. the process of dividing markets into distinct groups of buyers73. Intensive distribution is used commonly for______.A. low price or impulse itemsB. high priced, non-impulse itemsC. high value itemsD. high priced, impulse items74. PEST is used for______.A. consumer analysisB. competitor analysisC. product adoption analysisD. environmental analysis75. Penetration pricing is______.A. where the firm looks at competitor pricesB. where the firm charges a high price to support product positioning strategiesC. where the firm pricing strategy is based on willingness to payD. where the firm charges a low price to gain sales76. The four product classification used within the B.C.G. Matrix are______.A. Question Mark, Dogs, Stars and RabbitsB. Dogs, Question Mark, Star, Cash CowC. Introduction, Growth, Maturity, DeclineD. Cash Cow, Rabbit, Dog and Stars。
市场营销学期末考试试题
市场营销学期末考试试题一、选择题（每题2分，共20分）1. 市场营销的核心概念是：A. 产品B. 价格C. 顾客满意度C. 交换2. 市场细分的目的是：A. 增加产品种类B. 减少竞争压力C. 更好地满足消费者需求D. 降低生产成本3. 下列哪项不是市场定位的策略？A. 产品差异化B. 服务差异化C. 价格战D. 形象差异化4. SWOT分析中，“S”代表：A. Strengths（优势）B. Strategies（策略）C. Situations（情况）D. Solutions（解决方案）5. 以下哪个不是4P营销理论的组成部分？A. Product（产品）B. Price（价格）C. Place（地点）D. Promotion（促销）二、简答题（每题10分，共30分）6. 描述市场调研在市场营销中的作用。
7. 解释品牌忠诚度对企业的重要性。
8. 简述网络营销与传统营销的主要区别。
三、案例分析题（每题25分，共50分）9. 假设你是一家新兴咖啡连锁店的市场经理，描述你将如何运用STP （Segmentation, Targeting, Positioning）策略来吸引和保持顾客。
10. 阅读以下案例：某手机制造商通过社交媒体营销取得了巨大成功。
分析其成功的原因，并提出你认为可以进一步优化的营销策略。
四、论述题（共30分）11. 论述在数字化时代，企业如何利用大数据进行市场分析和消费者行为预测，并举例说明。
五、应用题（共20分）12. 假设你是一家电商平台的营销团队成员，设计一个针对即将到来的“双十一”购物节的营销计划，包括但不限于促销策略、广告投放、社交媒体活动等。
注意：请在规定时间内完成试题，确保答案的准确性和完整性。
祝你考试顺利！。
市场营销英语试题及答案
市场营销英语试题及答案一、选择题（每题1分，共10分）1. Which of the following is NOT a function of marketing?A. Product developmentB. PromotionC. DistributionD. Human resources management2. The 4Ps of marketing mix refer to:A. Product, Price, Place, PromotionB. Product, Price, Position, PromotionC. Product, Price, Positioning, PromotionD. Product, Place, Position, Promotion3. What is the primary goal of market segmentation?A. To increase the number of productsB. To target specific customer groupsC. To reduce advertising costsD. To expand the market share4. Which of the following is an example of a push strategy?A. AdvertisingB. Personal sellingC. Sales promotionsD. Public relations5. The concept of "Customer Lifetime Value" (CLV) is used to measure:A. The value of a customer's first purchaseB. The value of a customer's total purchases over timeC. The value of a customer's most recent purchaseD. The value of a customer's future purchases6. What is the term used to describe the process of identifying, anticipating, and satisfying customer requirements efficiently and effectively?A. Market researchB. Customer relationship managementC. MarketingD. Product management7. A marketing campaign that focuses on the benefits of the product to the customer is known as:A. Feature-based marketingB. Benefit-based marketingC. Need-based marketingD. Value-based marketing8. Which of the following is a type of market structure?A. MonopolyB. OligopolyC. Perfect competitionD. All of the above9. In marketing, the term "brand equity" refers to:A. The value of the brand's assetsB. The brand's market shareC. The brand's advertising budgetD. The brand's customer base10. Which of the following is a key element of the marketing mix for services?A. Service qualityB. Service priceC. Service promotionD. All of the above二、填空题（每题1分，共5分）11. The SWOT analysis is a tool used to identify a company's strengths, weaknesses, opportunities, and ________.12. The marketing concept is based on the idea that the key to achieving organizational goals is to determine the needs and wants of ________ and society.13. A ________ is a marketing strategy that involves creatinga unique image or identity in the minds of consumers.14. The term "market penetration" refers to increasing sales of existing products to existing customers without ________.15. The marketing mix for tangible goods is often referred to as the "4Ps," while for services it is sometimes called the "7Ps," which includes the additional elements of people, process, and ________.三、简答题（每题5分，共10分）16. Briefly explain the concept of market orientation and its importance in business.17. Describe the steps involved in the marketing research process.四、案例分析题（15分）18. (a) Assume you are a marketing manager for a new smartphone brand. Discuss the factors you would consider when setting the price for your product.(b) How would you use the concept of market segmentation to target different consumer groups?五、论述题（20分）19. Discuss the role of technology in modern marketing and how it has changed the way companies interact with their customers.答案：一、选择题1. D2. A3. B4. B5. B6. C7. B8. D9. A10. D二、填空题11. threats12. target customers13. brand positioning14. targeting new markets15. physical evidence三、简答题16. Market orientation is a business philosophy that emphasizes the importance of understanding and meeting customer needs in order to achieve long-term success. It involves a customer-centric approach where the company's actions are driven by the needs and wants of the market. This concept is important because it helps companies to be more competitive by focusing on customer satisfaction, which can lead to increased loyalty and profitability.17. The marketing research process typically involves the following steps: defining the research problem, designing the research, collecting data, analyzing data, and reporting findings. Each step is crucial for gaining insights into the market and making informed decisions.四、案例分析题18. (a) When setting the price for a new smartphone, factors to consider include production costs, competitor pricing, perceived value, target market's willingness to pay, and the desired profit margin. (b) Market segmentation can be used to identify different consumer groups based on demographics, psychographics, or behavioral factors. Tailoring。
市场营销英语版试题
4p：product、price、place、promotion、4c：customer solution、customer cost、convenience、communication4c的不足之处企业营销可能会在新的层次上统一化，不能形成个性化营销优势4c以顾客需求为向导、但顾客需求有合理性和个别性问题4c仍然没有体现既赢得客户、有长期的拥有客户关系营销思想、也没有解决满足顾客需求的操作性问题。
Concept checkWhat is marketing？Answer：marketing is an organizational function and set of processes for creating communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.Marketing focuses on __discovering and satisfying consumer needs.What are the four marketing mix elements that make up the organization”s marketing program?Test bank1 a study of marketing can :EA enable you to be a more informed citizenB help you in your careerC demonstrate how marketing affects your lifeD make you a better consumerE do all of above3 prospective customers include:EA individuals buying for themselvesB individuals buying for their householdsC organizations that buy for their own use （such as manufacturers）D organizations that buy for resale （such as wholesalers and retailers）E do all of above4 marketing seeks to discover the needs and wants of prospective customers and satisfy them 。
英文版市场营销学期末试卷4
A, True or False (2’X10=20’)1.Items sold in the convenience stores are usually more expensivethan similar items sold in the supermarket.2.The marginal effect of advertising on sales is always samethroughout different stages of new product diffusion.3.S trategy guru Michael Porter’s three “generic” strategies are: costleadership, diversification, and focus.4.The sales quantity of a new product is evenly distributed indifferent time periods.5.Post-purchase satisfaction is a function of the consumer’s produ ctexpectations and the product’s perceived performance.6.Personal communication is a more efficient way to increaseconsumer’s new product awareness level than advertising7.New product development involves very high cost and risks offailure. Therefore, companies should not develop new product.8.The higher the price, the lower the demand, given othersconstant.9.Product line extension could possibly damage the reputation ofthe mother brand.10.Marketing is both an art and a science—there is constant tension betweenthe formulated side and the creative side.1,T 2,G 3,F 4,F 5,T, 6,F 7,F 8,F 9,T 10,FB. Multiple Choices (3’x10=30’)1, The characteristics of services include the following components EXCEPT:a, distinctivenessb, intangibilityc, perishabilityd, inseparability2, What is the objective of quantity discount to the consumers?a, provide more welfare to the consumers b, extract more consumer surplusc, attract more customers d, none of the above3, General Mills offers different product lines in China market from those in US. What kind of strategy General Mills uses here in the world marketplace?a, price discriminationb, cost leadershipc, focusd, differentiation4, If you go to a national electronic appliance chain store in China, you will find more air conditioners but fewer heaters in southern China where it is hot. A chain store in northeastern China where it is cold, however, sells more heaters but fewer air conditioners. The Chinese chain store realizes that the people ineach of these areas do not have the same needs and should therefore not be offered the same products. This is an example of __________.a. benefits segmentationb. geoclusteringc. demographic segmentationd. behavioral segmentation5, In the buying center, __________ are people who request that something be purchased, including users or others.a. initiatorsb. influencersc. decidersd. approvers6, Bentley produces fine automobiles with price tags in the $300,000 and above range. Because the number of people with sufficient income to purchase a Bentley is relatively small, we might say Bentley is engaged in __________ marketing.a. localb. aggregatedc. individuald. niche7, The systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing the company is termed__________.a, the sales reporting systemb, marketing researchc, marketing intelligenced, the sales force8, What are the two solutions to unprofitable customers?a. Lower fees; reduce service.b. Lower fees; increase service.c. Raise fees; increase service.d. Raise fees; reduce service.9, In the absence of noticeable and rapid healing, Susan is not sure whether she got good service by her physician. Medical services are a good example of this type of difficulty— __________—where the consumer finds hard to evaluate even after consumption.a. search qualitiesb. experience qualitiesc. credence qualitiesd. differentiation qualities10, Intel, one of the largest producers of integrated circuit chips, puts a great deal of effort into expanding production of chips to drive down the cost and thus expand the market. This is most indicative of the __________ concept.a. productionb. productc. customerd. marketing1,a 2,b 3,d 4,b 5,a 6,d 7,b 8,d 9,c 10,aC. Short Essay Questions (10’+10’=20’)1, Perform a limited SWOT analysis for the Wal-Mart company. (10’)Strength: low price, scale of economy, high bargaining power to supplier and customer, strong reputationWeakness: low serviceOpportunity: expansion to other country and areaThreat: strong local competitors with established relationship with suppliers.2, Happy Days seafood restaurant in Sanya of Hainan Province has just been bought by a young and rich Chinese businessman. The new owner wants to make Happy Days stand out among the many competitors by being the highest quality restaurant. Explain at least five ways Happy Days quality could be improved. (10’)ReliabilityAssuranceTangiblesEmpathy, andResponsivenessOR.Identify high quality foodHire highly skilled chefs and waitressStandardize cooking and serving processCultivate good meal environment in restaurantDifferentiate product features and relevant pricing strategyD. Long Essay Questions (30’)China Premium League Football Match is a popular TV program in China.1)Please discuss the marketing efforts of China Premium LeagueFootball Match itself, in terms of traditional marketing mix: price, product, promotion and place. What is doing right and what is left to be improved in future? (15’)Price: OK. Not too expensive.Product: really bad. Corruption everywhere. If the product quality is too bad, it may drive audience away.Promotion: OK. With some new features.Place: OK covering all major cities in China.2)Please answer whether a company should or should not takeadvantage of China Premium League Football Match to market its products. Ifyou choose yes, please explain how to market the product by China Premium League Football Match. If you choose no, please explain why you would not like to market the product by China Premium League Football Match. (15’)Yes. High exposure rate so far. Sporty goods, goods purchased by male are more appropriate than products purchased usually by female.No. The League match is really too bad and destroys the reputation of products advertised with them.。
英文版市场营销学期末试卷5
I. True / False Questions (1 point for each question)1. It is probably best for those firms with limited financial and personnel resources to avoid concentrated or niche marketing until resources can be built up.2. Social class is determined only by a n individual’s income.3. Target costing involves designing a new product, determining its cost, and then asking, “Can we sell it for that?”4.A company should target segments in which it can profitably generate the greatest customer value and sustain it over time.5. The costs of obtaining, processing, storing and delivering information is relatively inexpensive.6. For simplicity’s sake, and to keep their costs under control most marketers generally limit their segmentation analysis to one variable.7. Only tangible goods are considered products.8.The core product is a form of product that consists of activities, benefits, or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything. Examples are banking, hotels, airlines, retail, tax preparation, and home repair..9.The purpose of idea screening is to reduce the number of new ideas.10.Value-based pricing uses the buyer’s perception of value to set prices.11.Reference prices are prices that buyers carry around in their minds and refer to when looking at a product.12. The term disintermediation refers to the displacement of traditional resellers from a marketing channel by radical new types of intermediaries.13.Department stores carry narrow product lines with deep assortments within those lines.14.A company’s total marketing communications mix is also called its marketing mix.15.Unlike mass production, which eliminates the need for human interaction, one-to-onemarketing has made relationships with customers more important than ever.16.Because customers differ, communications programs need not be developed for specificsegments, niches, and even individuals.17. Awareness, knowledge, and preparation are buyer-readiness stages.18. The difference between human needs and wants is that needs are states of felt deprivation.19. This strategy calls for offering modified or new products to current markets. We term itproduct development.20. When faced with price competition cutting prices is often not the best answer.FFFTF FFFTT TTFFT FFTTTII. Multiple Choice Questions (2 points for each question)1.2.21. The four P’s in marketing refer to_____, _____, _____ and _____.A.product; place; price; promotionB.product; property; price; promotionC.production; property; people; promotionD.product; place; promotion; people22.Press releases, public affairs, and lobbying are all forms of _____.A.advertisingB.public relationsC.direct marketingD.sales promotion23. What are the four steps (in order) of the marketing research process?A.Define the problem, develop the research plan, implement the research plan, survey theparticipants.B.Define the problem, develop the research plan, implement the research plan, report thefindings.C.Define the problem, develop the research plan, survey the participants, report the findings.D.Develop the research plan, implement the research plan, survey the participants, report thefindings.24.The three types of research approaches a marketer may use are _____, _____ and _____.A.surveys; observations; historic reviewsB.observations; surveys; databasesC.observations; experiments; surveysD.experiments; databases; surveys25.Which type of research is best suited for gathering causal information?A.survey researchB.ethnographic researchC.observational researchD.experimental research26.The V ALS classification system measures a person’s _____.A.incomeB.occupationC.lifestyleD.personality27.A consumer purchasing fine furniture (which is expensive and for which a brand’s namematters) would probably result in _____ buying behavior.A.dissonance-reducingB.variety-seekingplexD.habitual28.Which of the following is not one of the major types of buying situations faced by businessbuyers?A.straight rebuyB.new task buyC.online rebuyD.modified rebuy29.Whi ch of the following is a powerful value proposition because it offers consumers a “gooddeal”?A.more for moreB.more for the sameC.the same for lessD.less for much less30.Which of the following steps of target marketing takes into account competitors’ offerings tothe market?A.market positioningB.market segmentationC.market targetingD.all of the above31.Which of the following structural factors is not related to a segment’s attractiveness?A.the presence of strong competitors in the segmentB.the existence of potential substitute productsC.the lack of raw materialsD.a number of powerful suppliers32.A company can lengthen its product line by _____ it or by _____ it.A.modifying; stretchingB.stretching; switchingC.filling; stretchingD.brushing; combing33.Consumer products include convenience products, shopping products, specialty products,and _____ products.A.uniqueB.luxuryC.unsoughtD.all of the above34.The two dimensions of product quality are _____ and _____.A.value; featuresB.style; designC.level; consistencyD.style; value35.Which of the following is not a special characteristic of service?A.tangibilityB.inseparabilityC.variabilityD.perishability36.Which of the following is not a reason that a new product might fail?A.The product is priced too high.B.The product is poorly designed.C.The estimated market for the product is too large.D.All of the above are reasons that a new product might fail.37.Once the new product ideas have been screened, the next step in the new productdevelopment process is _____.A.marketing strategyB.concept development and testingC.product developmentD.none of the above38._____ tend to grow slowly, remain popular for a while, and then decline slowly.A.FadsB.StylesC.FashionsD.Designs39.What is the break-even volume for a company with fixed costs of $50k, variable costs of $20and a price of $30/unit?A.500B.1000C.5000D.2500panies have two choices when setting prices for a product during the introductory stage.These choices are _____ and _____.A.market-skimming pricing; fixed pricingB.market-skimming pricing; value pricingC.value pricing; cost pricingD.market-penetration pricing; market-skimming pricingABBCD CCCCA CCCCA DBCCDIII. Essay (10 points for each question)41.How might the BCG matrix represent a life cycle?AnswerMany SBUs start out as question mark, then move into the star category if they succeed;stars eventually become cash cows, then perhaps, dogs.42.Demonstrate by example the three strategies of intensive, exclusive, and selectivedistribution.AnswerProducers of convenience products and common raw materials typically seek intensive distribution as a strategy to stock their products in as many outlets as possible. The goods are available where and when consumers want them, such as chewing gum.Exclusive distribution is used when the producer wants to stock its products with only one or a few dealers in an area. Examples are expensive cars and prestige clothing.Selective distribution is used when selling to more than one, but fewer than all of the intermediaries who are willing to carry a company’s products in a given market.Examples are name-brand blue jeans and computers.IV. Business Case (10 points for each question)The objective of the not-for-profit organization, disAbled for Access & Justice, is to advance the cause of disabled individuals in the Lancaster, Pennsylvania community.These efforts had met with both success and failure in recent years. Through the use of the threat of a suit under the Americans with Disability Act, Lancaster had recently been forced to install curb cuts at a cost of close to $3 million. Bringing this suit had burned some valuable social capital with the city’s officials who were under constant pressure to control real estate taxes. The organization’s leaders had also met privately with several new businesses in the downtown business district and convinced them to install access ramps. The group’s eventual goal, is to make Lancaster’s downtownbusiness district totally accessible to individuals in wheelchairs. This would require extensive marketing efforts targeting many different individuals and groups. They now need to convince their target “customers,” the city and the local businesses to buy their idea and spend the money needed to make total accessibility a reality rather than adream.43.The non-profit organization, disAbled for Access & Justice must determine an appealor theme that will produce the desired response. There are three types of appeals:rational, emotional, and moral. Which would you suggest they use?AnswerdisAbled for Access & Justice could use any of the three types of appeals. A rational appeal would include a cost-benefit analysis of access improvements being offset by gains in new revenues or elimination of lost revenues. Another element of a rational appeal would be the implied threat of legal action for noncompliance with the law. The emotional appeal is probably the easiest to visualize. Finally, a moral appeal is justifiedby the appealing to the local business owner’s sense of what is “right” and “proper”.44.How might the buyer-readiness stages model guide the promotion planning atdisAbled for Access & Justice?AnswerThe first issue with disAbled for Access & Justice is to make local businesses more aware of the problem. After awareness comes knowledge of what can and must be done to provide access to those who presently do not have it. It is necessary to accomplish a sense of buy-in to the concept of accessibility among the retail business community. Remember, the product here is more an idea than a physical product.。
国际市场营销英文试题
一、单选题，每题只有一个选项正确（共30分，每小题2分）1. The purpose of international marketing is for the ( ) benefit.A. nationalB. regionalC. company’sD. consumers2. According to Maslow’s theory, people will pursuit the ( ) need after satisfying the physiological need.A. belongingB. safetyC. esteemD. self-actualization3. Which of the following statements is not true when describing the role of and the effect of international marketing on companies?A. International markets can become a source of growth.B. International markets can simplify the process and eliminate complex business decisions.C. International markets can produce a quality of life that would not have existed.D. International markets can become a source of profit.4. Which of the following descriptions provides the best definition of the “marketing mix”?A. The way products are arranged in a retail store to maximize salesB. The way products are priced and packagedC. The way a business combines the main marketing elements to sell products that meet the needs and wants of customersD. The way a business distributes its products through retailers and wholesalers5. Goods which are bought and used by individuals and households are known as ( ).A. brandsB. consumer goodsC. retail productsD. industrial goods6. In regards to foreign direct investment, the market entry strategy that involves the most risk and the most control is ( ).A. contract manufacturingB. franchisingC. sales officeD. greenfield7. The critical point of market segmentation is the ( ) of consumer’s demand and consumption behavior.A. differentiationB. similarityC. stabilityD. development8. Market research data that explores the attitudes and opinions of customers is known as ( ).A. quantitative researchB. focus group dataC. qualitative researchD. opinion polling9. The particular market segment at which a business aims its products in known as the ( ).A. target marketB. main marketC. market leaderD. unique selling point10. For the small-medium corporations with limited resources, the appropriate strategy to enter the new market is ( ).A. concentrated marketingB. differentiated marketingC. integrated MarketingD. undifferentiated marketing11. Different strategies are suitable for different companies depending on their particular situation. This is articulated by the “EPRG Framework”. What are the four options of the EPRG Framework?A. Ethno Policies, Private Polies, Racial Policies, GeographyB. Ethnocentrism, Polycentrism, Regiocentrism, GeocentrismC. Energy, Privacy, Real-World, GiggityD. Ethnocentrism, Polycentrism, Racialism, Governmental12.The correct steps of consumer buying process are ( ).A. need recognition-information search-evaluation of alternatives-purchase decision-post purchasing behaviorB. need recognition-evaluation of alternatives-information search-purchase decision-post purchasing behaviorC. information search-evaluation of alternatives-need recognition-purchase decision-post purchasing behaviorD. purchase decision-need recognition-evaluation of alternatives-information search-post purchasing behavior13. Which of the following methods of market research is not an example of “primary research”?A. QuestionnairesB. A company’s own sales statistics and recordsC. Test marketingD. Consumer panels14. Which of the following is true with respect to the importance of culture to an international marketer?A. The successful marketer should avoid cultural influences in his marketing campaign.B. Using attractive colors for the packaging of a product is more important than ensuring cultural acceptability.C. Culture is pervasive in all marketing activities and the marketer's efforts are a part of the fabric of culture.D. Pricing and promotion of a product are free of the influence of culture.15. Which of the following is a political cause for instability in international markets?A. Varied taxing conventionsB. Differences in philosophical ideologiesC. Global focusD. Animosity toward specific countries二、多选，每题有两个或两个以上选项符合题意。
英文版市场营销学期末试卷5
I。
True / False Questions (1 point for each question)1。
It is probably best for those firms with limited financial and personnel resources to avoid concentrated or niche marketing until resources can be built up。
2. Social class is determined only by an individual’s income。
3. Target costing involves designing a new product, determining its cost，and then asking, “Can we sell it for that？”4.A company should target segments in which it can profitably generate the greatest customer value and sustain it over time.5. The costs of obtaining，processing, storing and delivering information is relatively inexpensive。
6. For simplicity’s sake，and to keep their costs under control most marketers generally limit their segmentation analysis to one variable。
7. Only tangible goods are considered products。
8.The core product is a form of product that consists of activities, benefits, or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything。
英文版市场营销学期末试卷9
SECTION 1: True and False 〈TOTAL20 marks>For each of the following, place a “T" if the statement is “true”，“F” if the statement is false。
(20 marks，2 marks/ Question）___F___ 1。
“Marketing” is best described as “selling”.____F__ 2。
Market share can be defined in both currency as well as in units sold。
Because both ratios calculate market share, market share will be the same for a firm regardless which measurement is used.____F___3. A “high—involvement purchase" usually involves a considerable amount of time researching the product and the product is a routine purchase。
____F___4. A cohesive marketing mix consists of the product，promotion，price，and personnel.____F___ 5。
The first step in the purchase decision process is information search。
_____F__6。
When the price setter stresses the supply or cost side of the pricing problem, they are using demand—oriented approach.____F___7。
英文版市场营销学期末试卷7（五篇）
英文版市场营销学期末试卷7（五篇）第一篇：英文版市场营销学期末试卷7Part One：please choose the best one answer for each questions(2*15=30)1.Which of the following is included in the marketing mix?a)developing productb)pricing productc)promoting productd)placing producte)all of the abovepanies selling mass consumer goods and services such as soft drinks,cosmetics, air travel, and athletic shoes and equipment spend a great deal of time trying to establish a superior brand image in markets called ________.a)business marketsb)global marketsc)consumer marketsd)nonprofit and governmental marketse)service markets3.Marketers often use the term ________ to cover various groupings ofcustomers.a)peopleb)buying powerc)demographic segmentd)social class positione)market4.Mega Computers has decided to promote its new line of computers by offeringwholesalers and retailers an additional 5 percent off list prices.This strategy isa)placeb)productc)pushd)pull5.________ is pricing a product at a lower price in a foreign market than in itshome market.a)Dumpingb)Price discountingc)Price liningd)Psychological pricing6.In response to giant retailers and category killers, entrepreneurial retailers are buildingentertainment into stores with coffee bars, lectures, demonstrations, and performances.They are marketing a(n)________ rather than a product assortment.a)b)c)d)experience customer value customer delight total service solutione)intangible benefit(s)7.The ________ concept holds that consumers and businesses, if left alone, willordinarily not buy enough of the organization’s products.a)productionb)sellingc)marketingd)product8.Bill Jones is looking for a good car at an affordable price.Car is a ________.a)shopping goodb)specialty goodc)convenience serviced)convenience good9.________on consumer behavior include family, opinion leaders, and reference groups, such as friends, co-workers, and professional associates.a)Personal influencesb)Social influencesd)Psychological influencesd)Cultural influences10.The buying process starts when the buyer recognizes a _________.a).productb)．an advertisement for the productc).a salesperson from a previous visitd).problem or need11.Variables from countries to neighborhoods that may be considered in developing a segmentation strategy are called ________variables.a)psychographicb)geographicc)product used)demographic12.As a brand manager you have decided to use the full market coverage approachin marketing to your customers.Within the full market coverage approach,you have selected a(n)________ strategy whereby your firm will operate inseveral market segments and design different products for each segment.a)Undifferentiatedb)differentiatedc)concentratedd)introverted13.________is a market research technique in which a group of people is gathered,presented with an issue, and asked to discuss it in depth.a).Surveyb).Observationc).Focus groupsd).Experimentation14.Positioning is.a).a marketing strategy that emphasizes long lasting relationships withcustomers.b)the process of dividing a market into categories of customer types.c)the study of consumer needs and wants, and the ways in which sellers canbest meet them.d)the process of collecting, storing, and retrieving data in electronic files.15.GM purchases brakes, dashboards, and other components for its vehicles from manufacturers inside and outside the U.S.In this capacity, GM is a member of themarket.a)reseller marketsb)industrialc)institutionald)governmentPart Two：False/ Truth(2*10=20)1.Consumers buy products that offer the best value when it comes to meeting their needs and wants.2.Most marketers satisfy everyone in a market—that’s how they stay in business.3.Products used by companies to produce other products are called consumergoods.4.A good pricing strategy to use in the introduction stage of the product life cycle isto charge cost-plus.5.A company may have multiple product mixes but only one product line.6.Co-branding is when two or more well-known existing brands are combined intoa joint product and/or marketed together in some fashion.7.Advertising, sales promotion, and direct marketing are all part of what is calledthe offering mix.8.Direct channels of distribution deliver products to the home of buyer.9.Value-based pricing is low price.10.A push promotional strategy is designed to appeal directly to consumers who will demand the product from retailers.Part Three： Short-Answer(20)1.Identify the five stages in the buyer decision process.(5)2.Identify the marketing goals in each stage of the product life cycle.(4)3.Explain how companies identify attractive market segments and choose amarket-targeting strategy(6).4.Describe the major strategies for pricing new products(5).Part Four：Application(15*2=30)1.Energizer is introducing a new line of batteries that providea longer life than its existing models.The brand manager for new line believes most of the promotion budget should be spent on consumer and trade promotions, but the assistant brand manager thinks the promotion mix should emphasize televisionadvertising.Who do you agree with? Please explain your answer.2.Select a retailer and calculate how much you are worth to that retailer if you continue to shop there for the rest of your life(your customer lifetime value).What factors should you consider when deriving an estimate of your lifetime value to a retailer? How can a retailer increase your lifetime value?第二篇：市场营销学期末试卷《市场营销》模拟试卷5一、单项选择题1．在市场营销实践中，希望从别人那里去得到所需资源并愿意以某种有价之物作为交换的人是()。
英文版市场营销学期末试卷5
I. True / False Questions （1 point for each question)1. It is probably best for those firms with limited financial and personnel resources to avoid concentrated or niche marketing until resources can be built up。
2。
Social class is determined only by an individual’s income。
3。
Target costing involves designing a new product，determining its cost，and then asking, “Can we sell it for that？”4.A company should target segments in which it can profitably generate the greatest customer value and sustain it over time.5。
The costs of obtaining，processing，storing and delivering information is relatively inexpensive。
6。
For simplicity's sake，and to keep their costs under control most marketers generally limit their segmentation analysis to one variable。
7. Only tangible goods are considered products.8。
The core product is a form of product that consists of activities，benefits, or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything. Examples are banking，hotels，airlines，retail, tax preparation，and home repair。
英文版市场营销学期末试卷5
I. True / False Questions (1 point for each question）1。
It is probably best for those firms with limited financial and personnel resources to avoid concentrated or niche marketing until resources can be built up。
2. Social class is determined only by a n individual’s income.3. Target costing involves designing a new product, determining its cost，and then asking，“Can we sell it for that？”4.A company should target segments in which it can profitably generate the greatest customer value and sustain it over time。
5。
The costs of obtaining, processing, storing and delivering information is relatively inexpensive。
6. For simplicity’s sake, and to keep their costs under control most marketers generally limit their segmentation analysis to one variable。
7。
Only tangible goods are considered products。
8.The core product is a form of product that consists of activities, benefits，or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything。
英文版市场营销学期末试卷5
I. True / False Questions (1 point for each question）1. It is probably best for those firms with limited financial and personnel resources to avoid concentrated or niche marketing until resources can be built up.2. Social class is determined only by a n individual’s income。
3. Target costing involves designing a new product，determining its cost，and then asking，“Can we sell it for that?”4。
A company should target segments in which it can profitably generate the greatest customer value and sustain it over time。
5. The costs of obtaining，processing，storing and delivering information is relatively inexpensive.6. For simplicity’s sake, and to keep their costs under control most marketers generally limit their segmentation analysis to one variable。
7。
Only tangible goods are considered products。
8。
The core product is a form of product that consists of activities，benefits, or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything。
英文版市场营销学期末试卷4
A，True or False （2’X10=20’)1.Items sold in the convenience stores are usually more expensive thansimilar items sold in the supermarket。
2.The marginal effect of advertising on sales is always same throughoutdifferent stages of new product diffusion.3.S trategy guru Michael Porter’s three “generic” strategies are：cost leadership,diversification, and focus.4.The sales quantity of a new product is evenly distributed in different timeperiods.5.Post—purchase satisfaction is a function of the consumer’s produ ct expectations andthe product’s perceived performance。
6.Personal communication is a more efficient way to increase consumer’snew product awareness level than advertising7.New product development involves very high cost and risks of failure.Therefore，companies should not develop new product。
8.The higher the price，the lower the demand, given others constant.9.Product line extension could possibly damage the reputation of the motherbrand。
国际市场营销 英文版 试题
(一)一、选择题（每空1分，共20分）1. The powers exercised by a state in relation to other countries and the supreme powers exercised over its own members is called:A) government policy.B) control.C) sovereignty.D) domestication.E) none of the above.2 The ideal political climate for a multinational firm is one where there is a __________________ government.A) democraticB) socialistC) dictatorialD) stable, friendly governmentE) bribable and corrupt3 An awakening of a nation's people to pride in their country is best called:A) democracy.B) socialism.C) fascism.D) nationalism.E) localism.4 The most severe political risk is one of ____________ where a company's assets are seized without payment.A) confiscationB) expropriationC) domesticationD) liquidationE) destruction5 During a recent dictatorship in Chile, a United Fruit plant was ____________; however, the owners were paid about twenty five percent of the plant's value as compensation.A) confiscatedB) expropriatedC) domesticatedD) liquidatedE) none of the above6 Over time Brazil was able to take over and control most foreign coffee plantations. In each case, the government acquired the properties by decrees, increased involvement of Brazilian managers, and Brazilian take over of stock and options. Which of the following terms best describes the above situation?A) confiscationB) expropriationC) domesticationD) liquidationE) destruction7 All of the following are considered to be economic risks of doing abroad EXCEPT:A) exchange controls.B) local-content laws.C) import restrictions.D) tax controls.E) all of the above.8 NAFTA requires 62 percent of parts and chassis of any cars coming from member countries be NAFTA-originated (in other words, there are limits on foreign cars and parts). This process is a reflection of which of the following economic risks of doing business abroad?A) exchange controlsB) local-content lawsC) import restrictionsD) tax controlsE) price controls9 Which of the following products are NOT subject to price controls?A) pharmaceuticalsB) foodC) gasolineD) carsE) all of the above are subject to price controls10 When the United States boycotted trade with Cuba, this was called a(n):A) technological sanction.B) business sanction.C) social sanction.D) political sanction.E) none of the above11 When groups of people protested the WTO at a recent round of WTO meetings in Seattle, these ____________ served notice that actions of the WTO and IMF would get increasing attention from those that are seeking a redistribution of wealth in the world.A) PSAs (political and social activists)B) communistsC) socialistsD) peaceniksE) consumers12 _____________ is an attempt to forecast political instability to help management identify and evaluate political events and their potential on current and future international business decisions.A) Poly measurementB) Political risk assessmentC) Vulnerability modelingD) Sensitivity modelingE) Performance assessment13 Relations between governments and MNCs are generally positive if the investment does any ofthe following EXCEPT:A) provides for more direct control of a local market (thus stability) by the MNC.B) creates jobs.C) makes tax contributions.D) transfers capital, technology, or skills.E) improves the balance of payments by increasing exports.14 Which of the following is a strategy that can be used by a MNC to minimize vulnerability and risk?A) expropriationB) boycottsC) joint venturesD) political payoffsE) C and D15 All of the following are considered strategies that can be used by MNCs to reduce or minimize vulnerability and risk in the international arena EXCEPT:A) planned domestication.B) licensing.C) expanding the investment base.D) political payoffs.E) all of the above.16 . All of the following are arguments that favor protectionism EXCEPT:A) increase of business size.B) maintenance of employment and reduction of unemployment.C) conservation of natural resources.D) national defense.E) all of the above are correct arguments for protectionism.17 Which of the following regions of the world uses the greatest percentage of total energy according to the World Energy Consumption charts shown in the text?A) North AmericaB) Developing AsiaC) Eastern EuropeD) Industrialized AsiaE) South America18 By 2050, ___________ will be the most populace world region.A) AsiaB) AfricaC) EuropeD) North AmericaE) Latin America19 All of the following are primary reasons for migration from rural to urban areas EXCEPT:A) desire for greater access to government protection and ability to speak out on issues.B) desire for greater access to sources of education.C) desire for greater access to sources of health care.D) desire for greater access to sources of improved job opportunities.E) none of the above is correct answers to the question.20 In order to keep a country's population from falling, social scientists indicate that a nation needs a fertility rate of ______ children per woman.A) 1B) 1.5C) 2.1D) 2.8E) 3.5二、填空题（每空1分，共10分）1. Culture is a set of and shared by members of a society, which when acted upon by the members, produce that falls within a range of variation the members consider proper and acceptable.2. If a country sells more to other countries than it buys from them, the situation is called a favorable .3. Within the balance-of-payments statement, the _____ ______ account is a record of all exports and imports of gold, increases or decreases in , and increases or decreases in to foreign central banks.4. Instead of selling directly to , some companies use intermediaries that assume all ownership risks. Such intermediaries are known as a5. Culture is a set of and shared by members of a society, which when acted upon by the members, produce that falls within a range of variation the members consider proper and acceptable.三、使用英语解释下列名词（每小题5分，共20分）1 营业推广2 需要3 品牌4 选择经销四、根据掌握的国际市场营销知识，用汉语或英语回答以下问题（每小题5分，共20分）1 简述国际营销文化环境的构成要素。
英文版市场营销学期末试卷10资料
SECTION 1: True and False <TOTAL20 marks>For each of the following, place a “T” if the statement is “true”, “F” if the statement is false. (20 marks)__F____1.When the price setter stresses the supply or cost side of the pricing problem, they are using competition-orientation pricing.____T__2. All activities involved in selling renting, and providing goods and services to ultimate consumers for personal, family or household use are known as retailing.___F___ 3.Any paid form of nonpersonal communication about an organization, good, service or idea by an identified sponsor is called: publicity___F___ 4. The main reasons a firm segments its markets is to refine sales forecasts and allow for more product differentiation.____F___5. The retail position matrix makes use of these two dimensions:width and depth of product line._____T___6. The purchase of a bottle of water is a low-involvement purchase.___F___ 7.During the introduction stage of the PLC, sales gradually increase and competition becomes tough.___F___ 8 “Marketing” is best described as “selling”__T____ 9. The marketing objective for the maturity stage of PLC is to maintain brand loyalty.____F___10. In introduction stage, a company retains the product but reduces marketing support costs it is in what stage of the PLC.SECTION 2: Multiple Choice. (Total 40, 2 Marks/Question)Right answers are highlighted.1. Between classes, many college students stop at conveniently located vending machines for their favorite candy bar and soft drink. Their choices are generally made quickly and with little or no effort to consider alternative product offerings. The college students described here are most likely involved in __________.a)limited problem solving situationsb)routine problem solving situationsc)extensive problem solving situationsd)intensive problem solving situationse)unlimited problem solving situationsAns: b Feedback: Routine purchase decisions involve low-priced, frequently purchased products. Consumers typically spend very little effort or time seeking or evaluating alternatives. Purchase decisions resemble habitual responses and are typical of low-involvement decisions. 2. The anxiety felt because the consumer cannot anticipate the outcomes of a purchase but believes there may be negative consequences is called __________. a) a negative antecedent b) perceived risk c) temporal uncertainty d) spatial uncertainty e) buyers' remorse Ans: b 3. Because the average consumer operates in a complex environment, the human brain attempts to organize and interpret information with a process called __________. a) selective retention b) selective attention c) selective exposure d) selective perception e) stimulus discrimination Ans: d 4. Qu estions such as:”What ads do you remember seeing yesterday?” are an example of what type of post-test? a) Aided recall b) Unaided recall c) Inquiry test d) Attitude test. 5. __________ is a favorable attitude toward and consistent purchase of a single brand over time. a) Brand bias b) Brand discrimination c) Brand loyalty d) Behavioral loyalty e) Selective perception Ans: c 6.A market segment would have a collection of prospective buyers that are: a) Ready to buy b) Showing unfilled needs……………………………………………………………装订线…………………………………………………c)Relatively heterogeneousd)Relatively homogeneous.7.KFC in Japan sells tempura crispy strips. In northern England, it stresses gravy and potatoes, while in Thailand it offers fresh rice. In Holland instead of potatoes, KFC offers customers a potato and onion croquette. In France, KFC sells pastries alongside its chicken. These examples illustrate that KFC exhibits an understanding of and appreciation for the __________ of other societies.a)demographicsb)symbolsc)customsd)sensitivitiese)selective perceptionAns: cFeedback: Customs are what is considered normal and expected about the way people do things (including what they eat) in a specific country. KFC serves food that suits the tastes of its target markets in each of the countries listed.8.The framework to relate the market segments of potential buyers to products offered or potential marketing actions by the firm is called:a)Action gridb)Relation gridc)Product gridd)Market grid.9.When a firm distributes to two or more different types of channels for the same product, this is called:a)Double channel dutyb)Dual networkc)Split distributiond)Dual distribution10.Which of the following is NOT a criterion used in forming segments?a)Potential for increased profitb)Similarity of needs of potential buyers within a segmentc)Competitive positiond)Potential of marketing action to reach a segmente)Simplicity and cost of assigning potential buyers to segmentsAns: cFeedback: Competitive position is a reason for selecting a market, not for segmenting it. The five criteria to be used in forming segments include (1) potential for increased profit; (2) similarity of needs of potential buyers within a segment; (3) difference of needs of buyers among segments; (4) potential of a marketing action to reach asegment; (5) simplicity and cost of assigning potential buyers to segments.11.Automobiles and TV’s are in what stage of the PLCa)Introductionb)Growthc)Maturityd)Decline12.Campbell's found that its canned nacho cheese sauce, which could be heated and poured directly onto nacho chips, was too hot for Americans in the East and not hot enough for those in the West and Southwest. Today, Campbell's plants in Texas and California produce a hotter nacho cheese sauce than that produced in the other plants. Campbell's is using __________ segmentation.a)ageb)behavioralc)socioeconomicd)geographice)perceptualAns: dFeedback: Campbell's is marketing a different sauce to different markets depending on where they are located. This is geographic segmentation.13.What type of ad gets the consumers to take immediate action?a)Delayed-response advertisingb)Direct-response advertisingc)Direct-trigger advertisingd)Direct-action advertising14. The consumers represented by "B" in Figure 11-5 are called __________.a)innovatorsb)late majorityc)early majorityd)early adopterse)laggardsAns: dFeedback: Figure 11-5 shows the consumer population divided into five categories of product adopters based on when they adopt a new product: (A) innovators, (B) early adopters, (C) early majority, (D) late majority and (E) laggards.15. Sugarcane producers are now promoting them as an alternative source of energy to oil. They are __________.a) finding new users through a product modification strategyb) creating new use situations through a market modification strategyc) increasing use by existing customers through a product modification strategyd) modifying the product characteristicse) demarketing the productAns: bFeedback: With market modification strategies, a company tries to find new customers, increase a product's use among existing customers or create new use situations. Finding new uses for a more mature product helps extend the product's life cycle, as in the case of sugarcanes.16. Pizza Hut’s recent introduction of the thin and crispy crust pizza on top of its original thick crust is an example of __________ and should attract new buyers.a) a market-product strategyb)diversificationc)market modificationd)product modificatione)harvestingAns: dFeedback: Product modification is a strategy that involves altering a product's characteristic such as its quality, performance or appearance to try to increase the product's value to customers and increase sales.17.The marketing of two or more products in a single package price is calleda)Target pricingb)Bundle pricingc)Odd-even pricingd)Price lining.18. In response to Duracell's introduction of the Duracell Ultra battery, Energizer introduced an Advanced Formula battery, but unlike Duracell, Energizer priced its batteries at a low initial price to attract the mass market. Energizer used __________.a)penetration pricingb)prestige pricingc)skimming pricingd)price lininge)cost-plus fixed-fee pricingAns: aFeedback: Penetration pricing is setting a low initial price of a new product—the strategy Energizer chose.19.Which promotional mix alternatives allows the seller to see or hear the potential buyers reaction to the message?a)Advertisingb)Personal sellingc)Public relationsd)Sales promotions20. To handle products in the decline stage of the product life cycle, companies often use either __________.a)diversification or harvestingb)diversification or contractingc)deletion or harvestingd)deletion or diversificatione)building or contractingAns: cFeedback: To handle a declining product, a company will follow one of two strategies. Deletion is dropping the product from the company's product line; harvesting is retaining the product but reducing marketing costs.SECTION 3: SHORT ANSWERS (40 marks)Question 1 (20 marks- Branding)Pro ImageThe marketing of professional and university team sportswear and novelty items is a $3 billion-a-year industry. Pro Image was one of the first franchiser of the one-stop sports fan shop. Pro Image controls over 130 stores, with an additional 100 franchised outlets. Each franchise store costs roughly $100,000, approximately $16,000 of which covers the franchise fee with the rest going toward inventory and store improvements.Pro Image assists franchisees in site selection, lease negotiation, and advertising.Pro Image requires new owners to attend a four-day training session. Other assistance includes a business hotline and a computerized inventory and sales system. As an added service they stock hard to get items in a 4,500 square-foot warehouse, making them more readily available to franchisees.2a) Suppose you are interested in opening a sports fan shop. What are the advantages and disadvantages of becoming part of a franchise operation? (10 marks) AnswersFor franchisor:•Expansion:VC & control•Legal considerationno more licenses•Operation considerationfranchisee has greater incentivethan employeeFor franchisee:•Employmenta way of owning a business•Quick starta proven trademark•TrainingFranchisor provide significanttrainingFor franchisor:•Limited pool of available franchiseesFinancial resources & desire•ControlCareful screen franchiseeIllegal operation by franchisee damage goodwill of franchisorFor franchisee:•No guaranteeBusiness risk•ControlLoss of controlRequired to follow system•Pricefranchise fee, ongoing royalties and advertising contributions•Conflictsacting in bad faith2b) A franchise is described as what type of vertical marketing system? How does this system differ from the other two types? (10 marks)AnswersFranchising is on contractual base.The other two are based on: corporate control or administrative control.Question 2 (20 Marks)GURU, a China based brand, is an energy drink made from all natural ingredients. It combines the power of carefully chosen ingredients from around the world. GURU drink is made from carbonated water, white grape juice concentrate, natural flavors, guarana extract, lemon juice, ginseng extract, Echinacea extract and ginkgo biloba extract. While the primary benefit of most other beverages on the market today is to quench thirst and refresh, GURU’s main benef it is to provide the user with not only a boost of physical energy, but a mental one as well. GURU is used to delivery energy for athletic performance and to aid memory (helping students study).2. a) Assuming GURU is about to enter the maturity phase in the product life cycle. What changes to the marketing mix would you advise the management of GURU as it enters this phase of the Product Life Cycle? (10marks)AnswersProduct: Different versionPrice: lower pricePlace: intensive distributionPromotion: reminding, competitive ad, sales promotion.(2.5 each)2. b) How could GURU extend its product life cycle? (4)AnswersModify the productModify the marketRepositioning2 c) Which pricing strategy would you suggest to Guru, skimming pricing or penetration pricing at current product life cycle stage? Explain why. (6 marks) AnswersThere is no right answer. As long as students indicate 3 reasons, they get the points.Penetration Pricing.a. Setting a low initial price on a new product to appeal immediately to the mass market is penetration pricing, the exact opposite of skimming pricing.b. The conditions favoring penetration pricing are:Many segments of the market are price sensitive.A low initial price discourages competitors from entering the market.Unit production and marketing costs fall dramatically as production volumes increase.c. A firm using penetration pricing may:Maintain the initial price for a time to gain profit lost from its low introductory level.Lower the price further, counting on the new volume to generate the necessary profit.d. Penetration pricing may follow skimming pricing:A firm might initially price a product high to attract price-insensitive consumers as well as recoup initial R&D costs and introductory promotional expenses.Then, penetration pricing is used to appeal to a broader segment of the population and increase market share.Skimming Pricing.a. A firm introducing a new or innovative product can use skimming pricing, setting the highest initial price that customers really desiring the productare willing to pay.These customers are not very price sensitive. They weigh the new product’s price, and quality against the same characteristics of substitutes.As consumer demand is satisfied, the firm lowers the price to attract another, more price-sensitive segment.Skimming pricing gets its name from skimming successive layers of “cream,” or customer segments, as prices are lowered in a series ofsteps.b. Skimming pricing is an effective strategy when:Enough customers are willing to buy the product at the high initialprice to make these sales profitable.The high initial price will not attract competitors.Lowering price has only a minor effect on increasing the sales volumeand reducing the unit costs.Customers interpret the high price as high quality.These four conditions are most likely to exist when patents orcopyrights protect the new product or its uniqueness is understood and valued by consumers.。
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A, True or False (2’X10=20’)1.Items sold in the convenience stores are usually more expensive thansimilar items sold in the supermarket.2.The marginal effect of advertising on sales is always same throughoutdifferent stages of new product diffusion.3.S trategy guru Michael Porter’s three “generic” strategies are: cost leadership,diversification, and focus.4.The sales quantity of a new product is evenly distributed in different timeperiods.5.Post-purchase satisfaction is a function of the consumer’s produ ct expectations andthe product’s perceived performance.6.Personal communication is a more efficient way to increase consumer’snew product awareness level than advertising7.New product development involves very high cost and risks of failure.Therefore, companies should not develop new product.8.The higher the price, the lower the demand, given others constant.9.Product line extension could possibly damage the reputation of the motherbrand.10.Marketing is both an art and a science—there is constant tension between theformulated side and the creative side.1,T 2,G 3,F 4,F 5,T, 6,F 7,F 8,F 9,T 10,FB. Multiple Choices (3’x10=30’)1, The characteristics of services include the following components EXCEPT:a, distinctivenessb, intangibilityc, perishabilityd, inseparability2, What is the objective of quantity discount to the consumers?a, provide more welfare to the consumers b, extract more consumer surplusc, attract more customers d, none of the above3, General Mills offers different product lines in China market from those in US. What kind of strategy General Mills uses here in the world marketplace?a, price discriminationb, cost leadershipc, focusd, differentiation4, If you go to a national electronic appliance chain store in China, you will find more air conditioners but fewer heaters in southern China where it is hot. A chain store in northeastern China where it is cold, however, sells more heaters but fewer air conditioners. The Chinese chain store realizes that the people in each of these areas do not have the same needs and should therefore not be offered the same products. This is an example of __________.a. benefits segmentationb. geoclusteringc. demographic segmentationd. behavioral segmentation5, In the buying center, __________ are people who request that something be purchased, including users or others.a. initiatorsb. influencersc. decidersd. approvers6, Bentley produces fine automobiles with price tags in the $300,000 and above range. Because the number of people with sufficient income to purchase a Bentley is relatively small, we might say Bentley is engaged in __________ marketing.a. localb. aggregatedc. individuald. niche7, The systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing the company is termed__________.a, the sales reporting systemb, marketing researchc, marketing intelligenced, the sales force8, What are the two solutions to unprofitable customers?a. Lower fees; reduce service.b. Lower fees; increase service.c. Raise fees; increase service.d. Raise fees; reduce service.9, In the absence of noticeable and rapid healing, Susan is not sure whether she got good service by her physician. Medical services are a good example of this type of difficulty— __________—where the consumer finds hard to evaluate even after consumption.a. search qualitiesb. experience qualitiesc. credence qualitiesd. differentiation qualities10, Intel, one of the largest producers of integrated circuit chips, puts a great deal of effort into expanding production of chips to drive down the cost and thus expand the market. This is most indicative of the __________ concept.a. productionb. productc. customerd. marketing1,a 2,b 3,d 4,b 5,a 6,d 7,b 8,d 9,c 10,aC. Short Essay Questions (10’+10’=20’)1, Perform a limited SWOT analysis for the Wal-Mart company. (10’)Strength: low price, scale of economy, high bargaining power to supplier and customer, strong reputationWeakness: low serviceOpportunity: expansion to other country and areaThreat: strong local competitors with established relationship with suppliers.2, Happy Days seafood restaurant in Sanya of Hainan Province has just been bought by a young and rich Chinese businessman. The new owner wants to make Happy Days stand out among the many competitors by being the highest quality restaurant. Explain at least five ways Happy Days quality could be improved. (10’) Reliability∙Assurance∙Tangibles∙Empathy, and∙ResponsivenessOR.Identify high quality foodHire highly skilled chefs and waitressStandardize cooking and serving processCultivate good meal environment in restaurantDifferentiate product features and relevant pricing strategyD. Long Essay Questions (30’)China Premium League Football Match is a popular TV program in China.1)Please discuss the marketing efforts of China Premium League Football Matchitself, in terms of traditional marketing mix: price, product, promotion and place.What is doing right and what is left to be improved in future? (15’)Price: OK. Not too expensive.Product: really bad. Corruption everywhere. If the product quality is too bad, it may drive audience away.Promotion: OK. With some new features.Place: OK covering all major cities in China.2)Please answer whether a company should or should not take advantage of ChinaPremium League Football Match to market its products. If you choose yes, please explain how to market the product by China Premium League Football Match. If you choose no, please explain why you would not like to market the product by China Premium League Football Match. (15’)Yes. High exposure rate so far. Sporty goods, goods purchased by male are more appropriate than products purchased usually by female.No. The League match is really too bad and destroys the reputation of products advertised with them.。